INSIDE THE BIG TENT
Life chooses the best looks and moments from inside that iconic white tent this past weekend at Elle Fashion Week
Now in its 19th year, Elle Fashion Week returned bigger and longer than ever — spanning five days, from Aug 30 to Sept 3. Bangkok’s symbol of fashion — the big, white tent — returned to CentralWorld to give its spectators a taste of the season’s upcoming looks, featuring 15 shows and 21 designers. From old guard, established names to brand new labels making their debut, this season was a good mix of flamboyance, as well as sleek sophistication.
Come rain or shine, fans of fashion braved the rainy season to get a first glimpse of this autumn’s collections — although they didn’t even have to literally be here, thanks to Elle going fully digital. All shows were fully-streamed in live HD as they happen in real time so audiences could watch from home, outside at the venue or even when waiting for the bus with LED billboards at Victory Monument, Pratunam, MEGA X or on Rama I.
It is a special fashion festival that keeps you entertained in-between shows, with lots of sponsor booths offering photo ops and things to do. Yes, this means the ad break before each show is long enough for one to take a shower through, with countless commercials for perfume, watches, crystal, even apples. But we’re not inclined to say no if it means free drinks (it was Federbrau beer, by the way). Fashion Week may be over now, but if you still seek some fashion glitz, you can catch some of it with Swarovski’s Remix Collection Fashion Truck.
Seeing its launch at EFW, this air-conditioned truck is decked out with Swarovski micro-crystals, and is literally a movable showroom for their latest collection, featuring magnetic clasps. Throughout the month, the truck will be parked at Arena 10 on Friday, Sathon Square on the 11th, United Center Building on the 14th and ABAC University on the 18th.
This season was a good mix of established heavyweights. Oldguard names like Asava, ASV, Vickteerut, Theatre, Kloset, Painkiller and Landmee were expected packed shows, while more theatrical spectacles were put on by Tube Gallery and Hook’s. As those from this circuit know, Hook’s shows are always extravaganzas, and this year all spectators were to follow a black dress code, as the show was a tribute to His Majesty King Rama IX. The glamorous, hot girl Vatanika toned down to less skin-baring this year, while wedding pros Vatit Itthi presented their ready-to-wear line for the first time. (This actually stole the thunder from their bridal line.) However, with the highly anticipated debut of Everyday Karmakamet, this newbie managed to become one of the most-talked-about shows, with guests raving about the clothes.
This year also saw a considerable amount of jewellery brands on the runway. The Fresh Faces show, which featured three somewhat-new designers, showcased a varied range: flower-garland-like accessories by Sarran, sexy dresses by Pitchana, and loud, peacocking clothes by Kanapot Aunsorn. The other collective show, however, featured three jewellery and three clothing brands. The Department of International Trade Promotion’s Thai Designers Beyond Boundaries showcase featured promising brands such as Chat, Jittrakarn, La Orr, Navy, Paul Direk, and Q Design and Play. Some may sound unfamiliar, while others had a rather big following abroad before launching here. Check out these names for something less pervasive and well-worn.